This article seeks to establish the relationship between the dimensions that make up brand loyalty and the lifestyles of older consumers in the fresh meat category in the city of Bogot?. To achieve this goal, a literature review of the concepts related to brand, brand loyalty, the dimensions that make up brand loyalty and lifestyles will be carried out. Through the information collected, we will explore the relationship between brand loyalty and lifestyles of consumers in the fresh meat category by means of a quantitative research design with a descriptive correlational scope. The results suggest valid and reliable information on the psychographic attributes of greatest importance for each level of fresh meat purchase loyalty, leading to optimise marketing planning in this industry.